Written by Olga Procevska, co-founder of Writitude
When we think about metaphors, the first thing that likely comes to mind is poetry, not corporate communication.
Yet, metaphors are an important part of our everyday speech and can be highly effective persuasion tools for brands as well.
In this blog post, we delve into evidence for the effectiveness of metaphors, as well as principles that could help you master their use to connect with your audience.
Why we use metaphors
By definition, metaphors involve a transfer of meaning — we create or use a metaphor each time we convey something that goes beyond the literal meaning of the words.
When someone says, "You are pure gold," they aren't implying that you are made of the chemical element with atomic number 79. Instead, they're expressing that you are a great person and very precious to them.
When you start thinking about metaphors, you’ll realize that we use them all day, every day.
One of the books that revolutionalized my thinking about language and congition (the subject of my interest since undergraduate studies) was "Metaphors We Live By" by George Lakoff and Mark Johnson, published in 1980.
Until then, like everybody else, I though about metaphors as a of ornament of the speech, something that we use for aesthetical purpose.
Lakoff and Johnson had a completely different take on them. The authors argue that metaphors shape not only our language and communication but also our perception, actions, and interactions with the world.
They illustrate that everyday language is filled with metaphors that reflect and influence our thoughts and behaviors. In other words, they demonstrate we could not live without metaphors.
By revealing the deep connection between metaphor and human cognition, Lakoff and Johnson challenge the traditional view that metaphors are merely a linguistic device.
Instead, they propose that metaphors are essential tools for understanding abstract concepts and experiences, thereby shaping our reality.
This work underscores the power of metaphor in both personal and cultural contexts, highlighting its role in everything from politics to poetry.
For example, Lakoff and Johnson explain that in Western culture, arguments are often conceptualized in terms of war. Phrases like "he attacked every weak point in my argument," "his criticisms were right on target," and "I demolished his argument" illustrate this metaphor.
This metaphor shapes not only how we talk about arguments but also how we think about them and conduct them, often approaching them as combative encounters rather than cooperative discussions aimed at mutual understanding.
At some point, Lakoff and Johnson write: imagine we thought about arguments not in terms of war, but in terms of dance. How that would change our interactions?
Maybe arguments could be artful and fluid exchanges, aimed at achieving harmony, balance, and rhythm, rather than conflict and opposition.
This idea blew my mind completely and has stayed with me ever since.
To sum up, metaphors are everywhere, shaping how we think about the world and act within it.
While metaphor use in literature and also politics has received a lot of attention, there is less information available about using metaphors in corporate settings.
We aim to fill that gap, as metaphors are indispensable for brand communication as well.
Are metaphors effective
More recently, a scientific paper presents extensive evidence that metaphors significantly impact attitude change in readers, especially when used under “optimal conditions.”
By “optimal conditions,” the authors mean that metaphors should preferably be novel and used early in the message.
Read more about “The Persuasive Effects of Metaphor” here
In fact, it’s easy to see why metaphors are so effective. They act as bridges between abstract, hard-to-grasp concepts and our everyday experience, often tapping into bodily and sensory experiences.
Metaphors create connections by simplifying complex ideas and making your message stick. When used effectively, metaphors turn abstract concepts into something tangible and memorable.
Content marketing thrives on storytelling. Metaphors enhance your storytelling by adding layers of meaning.
When you describe a new product as a "game-changer," you instantly create excitement and curiosity. Your audience doesn't just see a product; they see a revolution in their daily lives.
Or consider the word “deadline.” Originally referring to a literal line that must not be crossed, it is now commonly used to denote the due date for a task or project.
No wonder many people avoid this word, as the “dead” in it immediately evokes a sense of urgency. On a more positive note, think about “break the ice.”
Initially, it meant to break up ice in winter to allow ships to pass; now, it describes initiating conversation or easing tension in a group.
You could say, “She initiated conversation or eased tension in a group,” but using the metaphor “break the ice” evokes a much more vivid and satisfying image.
So, what are the main takeaways from science for brand managers?
First, you can't effectively communicate without using metaphors.
Second, you can use them in ways that significantly enhance the persuasiveness of your messages. Who wouldn’t want that?
How great companies use metaphors
Brands use metaphors a lot, and some have become so integral that they are essential to a brand’s image. Take Coca-Cola’s "Taste the Feeling," for example.
This metaphor connects the physical sensation of taste with the emotional experiences associated with drinking Coca-Cola. And the drink becomes more than just a beverage.
Some brands take metaphorical communication to the next level. For example, consider this newsletter from Vivo, a barefoot footwear brand:
Vivo presents itself as a novel, innovative, and free-spirited brand, so this level of figurative language suits them well.
In fact, I still remember the newsletter I received from them in 2022 — it made a lasting impact. How many newsletters can boast such an effect?
However, for a more conservative and conventional brand, heavy metaphor use would likely be a poor fit. So, it’s a decision that depends heavily on context.
With Writitude, you can become a master of metaphors for your brand as well.
How Writitude can help you use metaphors wisely
Writitude is all about automation and consistency, and metaphors are no exception—they’re just as important as any other aspect of tone of voice and style.
As you may already know, Writitude puts you in control of your brand’s tone, allowing you to tailor it to your brand and audience because you know them best.
The general rule is that the more unconventional your brand is or aims to be, the more it should rely on metaphors, and the more creative and novel those metaphors should be.
Writitude can distinguish between literal and metaphorical meanings of words, allowing it to manage metaphor use effectively (don’t ask how much time we invested in developing this functionality).
Add these Writitude rules to your custom tone of voice guide to make the most of metahor use:
- Control the use of metaphors
- Control the use of rare and unusual metaphors
The first tone of voice rule concerning metaphors is called "Control the Use of Metaphors" and can be found in the "Choice of Words" section when composing your custom tone of voice guide (available to Professional and Premium users — but you can also try them free for 10 days).
Here, you can set the minimum and maximum percentage of words that can have figurative meaning (i.e., the maximum percentage of metaphors in your text).
You can experiment with these parameters by testing the rule on a sample text in your desired tone of voice.
It is also important to understand how common or rare your metaphors are. If they are very common, such as “time is money,” you can be confident that they will be understood by almost everyone.
However, novel and unconventional metaphors can be challenging to comprehend, particularly for individuals with varying levels of education or diverse cultural backgrounds.
Another rule, called “Control the Use of Rare and Unusual Metaphors,” is designed specifically to tailor metaphor use to your audience.
Depending on your brand’s character and your customers’ preferences, you might choose to use creative metaphors, restrict them, or even abstain from using them entirely.
Adding tone rules to the automated writing guides in Writitude
To sum it up, metaphors are crucial in corporate communication as effective persuasion tools.
They transfer meaning beyond literal words, making abstract concepts tangible and memorable. Metaphors enhance storytelling and connect complex ideas to everyday experiences, making messages more engaging and persuasive.
Writitude can help brands control metaphor use, ensuring they align with the desired tone and audience preferences.
By managing metaphor frequency and creativity, Writitude helps you to craft impactful and consistent brand messages that stick inside your customers’ heads.
Metaphorically speaking.
